Not content with holding traditional retail sales events, Amazon's decided to make up one of its own. "Prime Day," as it's known, starts on July 15th and will let the company celebrate 20 years of selling things on internet by selling you more things on the internet (if you already have a Prime subscription). Amazon knows that people will want in on its upcoming discount day, so it's marking down its yearly subscription for those who haven't yet signed up. Between now and midnight on July 8th, Prime will cost £59, saving you £20 for your first 12 months.

Of course, Prime Day is another way for Amazon to bait people into handing over more money, but the company has added more perks to the program over time. Just last week, the company debuted one-hour deliveries in certain parts of London, which will roll out to more UK cities before the end of the year. That's on top of the 15,000 movies and TV episodes, unlimited photo storage and access to the Kindle Owners' Lending Library already included in the subscription.

If you've been deliberating over whether to stump up the cash for Prime but came unstuck over the price, Amazon's gesture might be worth taking up. However, know that there's every chance you'll cancel out that saving should you decide to get involved when Prime Day comes around later this month.